Feedback’s Dean Browell and Optum’s Danny Fell have been speaking on “thick data” at conferences this year and the important concept is featured in a special article at eHealthcare Strategy & Trends.
“…marketers shouldn’t overlook the incredibly powerful qualities of qualitative or “thick” data that deliver rich, deep insights and meaning that quantitative data often can’t provide, or in many cases, can even hide or mask in different ways we don’t always anticipate or intend.
For example, quantitative data can often lack the meaning or the “why” behind the numbers or trends. It may lack nuance and context, and overlook or misinterpret common human behaviors such as irony and sarcasm.”
One highlight is how data can be used to break down barriers / silos:
“One of the challenges for any organization is the proliferation of data across various departments and silos. That challenge is made all the more real for marketers and strategists who can be perceived as a service-provider for some arms of the organization rather than equal partners. Thick data and an insights-driven mentality can help break down barriers. Employing a mixed method technique to draw out crucial insights is the first step but evangelizing that data to other departments can demonstrate prowess, increase buy-in, and in many cases build bridges that result in data sharing more freely so everyone can benefit.”
Our clients and partners benefit from Feedback’s HumanFilter℠ Ethnographic Research system to help them increase sales, build brands, identify new audiences, research their competitors, test campaigns and much more. To find out how this type of research can help your company, use the link below to schedule a free consult.